Enercare brings its experts’ message home

Enercare has launched a campaign designed to show it can make everyday life more comfortable.

Its hero spot is anchored by a hummingbird surveying a suburban family home, fluttering around heating and cooling solutions. The spot’s coda emphasizes the home services and energy solutions provider’s 65 years of being in the industry.

The brand’s senior vice president of product and marketing Kevin Liu says the spot was conceived to showcase how Enercare’s offerings touch many parts of consumers’ homes, and to tell a “bottom-to-top story” about how the brand supports people’s lives.

Enercare created the work to drive and broaden consumer awareness in Ontario, as despite having a large market share of households, Liu says the brand found there was an awareness gap.

The new large-scale, multi-platform brand campaign is “a transformative moment,” Liu notes, and is amplified through a partnership with Corus Entertainment, along with significant paid media support across Ontario in TV, radio, out-of-home, social and digital placements.

Historically, Liu says, Enercare has been mostly focused on direct response and performance media like search, social and direct mail, with some seasonal radio and TV media during heating and cooling seasons. The investment in mass media as part of this campaign represents a large strategic shift in Enercare’s approach to marketing and commitment, to drive awareness of the Enercare brand among Ontarians.

“This is a first for Enercare,” Liu says. “We know that the current media landscape in Canada is very fragmented and Ontarians are using many different platforms to get their information across social, streaming and traditional broadcast channels.”

Liu says that Enercare’s goals were to emphasize the brand’s renewed customer focus and digital transformation, and to support customers on a path to affordable sustainability.

To reach homeowners effectively required multiple touchpoints including creating special content with HGTV that can live across social, digital and broadcast channels. Enercare’s partnership with Corus includes an original series for HGTV Canada, TV segments on Global Morning Toronto and The Morning Show, and Ontario-wide radio “Quick Fixes” segments, all in partnership with HGTV’s Sebastian Clovis.

In addition to external media, there will also be several internal activities to support the campaign launch, including employee spotlights around Enercare’s Experts.

The key audience for the new creative is single-family homeowners, one that skews older towards people aged 35 years or older, a priority for the brand and an audience in the process of updating their HVAC and water heater, and adding new products like water purification systems.

Gale is the campaign’s creative partner, after it was selected as Enercare’s agency of record last summer. At that time, Gale began ramping up Enercare’s brand, media, and CRM campaigns as it consolidated its agency roster into one lead agency. Gale leads all media planning, buying and execution on behalf of Enercare, and also leads across creative, SEO, CRM and PR.

Gale supports Enercare’s broadcast media with a heavy presence on Sportsnet Ontario for the NHL’s Stanley Cup Playoffs, and in partnerships with the Toronto Maple Leafs, Toronto Raptors, Toronto Blue Jays and Ottawa Senators.